King of Shaves | Case Study: Social, Influencer + TV+

King of Shaves wanted to reach a younger audience, increase online presence and brand awareness, and improve the user experience of their website

We created a mix of useful How To’s, anarchic (award-winning) entertainment strands starring big social influencers, and high-end product videos which could be used across all their social platforms and as paid promotions…

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On a modest budget (a fraction of the cost of a single glossy TV spot), King of Shaves wanted to reach a younger demographic (18-34M), dramatically increase their online presence, brand awareness and website traffic.

Hotwolf delivered.

  • Short, simple and attractive videos showcasing the full product range (individually and by-category to help customers choose), appeared as content shelves on Facebook and YouTube, on the shop pages of and, with smart re-editing, were seeded as ads on Facebook – pushing brand awareness and driving traffic back to
  • Genuinely useful How To shave videos, which are great for SEO, full of personality and positioned King of Shaves as an authority in the space. A perfect fit for their YouTube channel, great content for their website and Direct Email Marketing, and proved popular on Facebook as friends started tagging each other in the comments.

Two entertainment strands designed to make a noise and help King of Shaves stand out with personality in category:

  • The #RoughSmoothed Sessions – smooth covers of ‘rough’ classic songs (including Ace of Spades!), well-groomed, freshened up and designed to put a smile on your face (just like King of Shave products!).
  • Treat Your Face Right – a series of comedy sketches showing guys on bro-mantic dates with their own (giant) faces, treating them the way they deserve to be treated.

The results are in

...and they speak for themselves. The campaign was a huge success, with over 800k views, over 1M minutes watched, and best of all over 12,000 engagements with a positive sentiment ratio of over 99%! In addition, we were delighted to also gain industry recognition as the Winner of Best Brand Video Series and finalist for Best Multi-Platform Video Campaign, at the Digiday Europe awards.
"I love working with HOTWOLF. They delivered great creative and engagement - at a fraction of the cost of a large agency."
Will King | Founder of King of Shaves